Marketing personas are fictional representations of your different types of ideal clients, which help you to market your service or product. Using a marketing persona template, you can create a handy piece of reference material which helps you to align your message with the people you are trying to reach.
Let’s say you are a bank and you need to market a new current account. There are two very simple B2C examples below of marketing personas you might use as the inspiration and reasoning behind everything your marketing department is now going to create; from design, to advertisements, to reference material.
Example Marketing Personas
Marketing Persona 1
Marketing Persona 2
In this case, our bank has created two great personas that they can now factor their marketing around. These are fictional personas, rather than specific ones that we at ClientsFirst have used ‘live’ with a client, but you can imagine that these could well be the actual personas behind current account promotions today.
So… what are seller personas?
Seller personas are a much rarer find in marketing, but are nonetheless important, particularly when it comes to coordinating your social media efforts, or any other digital marketing push which can involve your business taking on a personality or personalities.
Let’s stick with the bank analogy. The bank needs to establish a ‘voice’ which can communicate with Phil and Lizzy. Phil and Lizzy represent two different audiences and so, to establish the voice the bank needs, it might help them to create seller personas. These personas can then be used to brief the marketing and social media teams within the bank, so that they know how they should respond to enquiries who fit the Phil and Lizzy models.
Example seller persona
Let’s look at a seller persona for Phil and then think about how it might change for Lizzy.
Seller Persona 1
Changing the seller persona
In the case of Marketing Persona 2, Lizzy, the above seller persona is likely to become more helpful, needing to answer questions at a higher level. We might set its age and job function higher to back these answers up. Lizzy’s initial concerns might be around the time it takes to switch, so our seller persona will reassure her that the bank does all of the work. At the same time, because the seller persona is geared towards addressing Lizzy’s concerns of saving time and money, the persona might suggest a review of her current accounts situation. This is free, carried out by the bank and gives Lizzy an easy action plan to follow in the future. It can be done at the same time as switching current account. In the meantime, the seller persona which engages with Lizzy is willing and able to sympathise on how long banks can take and reassure her that this isn’t the case here.
Introducing seller personas to your firm
The first step for firms when introducing a seller persona is to create one for your core marketing persona. From here, it’s easy to tweak elements, add more into the mix and spin the original persona off into new personas.
Once created, your personas then need to begin to seep into most areas of your marketing. Social media is particularly important but consider other marketing elements too. A YouTube video made for Phil is going to look very different to one made for Lizzy, but which one is more likely to encourage Phil to buy? The answer is obvious, but firms regularly ignore both marketing and seller personas when creating their content, instead settling for a bland ‘corporate’ voice, which fails to connect with their ideal client.
Your client remains at the core of your seller personas. This is all about making it easier for the client to do business with you. You are creating a voice they want to engage with, communicate through and, ultimately of course: buy from!
By Sam Turner. Sam is ClientsFirst's Online Marketing Strategist and writes here on topics including; inbound and content marketing, social media, design and e-marketing. He likes all of those things as well as travel, golf and frequent cups of tea. You can find him on Google+, Twitter & LinkedIn.